Less than two years after launching the brand alongside Moet Hennessey, Beyoncé Knowles-Carter has assumed full control of SirDavis American Whisky.

SirDavis was launched to critical acclaim in September 2024. While celebrity ties to whisky are dime a dozen these days, SirDavis was no mere vanity project for the Grammy-winning superstar.

Beyoncé - herself a whiskey fan - had long wanted to pay tribute to her paternal great-grandfather who was a farmer and moonshiner in the American south during Prohibition. The whiskey was a way for her to celebrate her own love for the spirit alongside her family’s ties to its history.

When launching SirDavis, Beyoncé said: “I’ve always been drawn to the power and the confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling. When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”

The whiskey itself was crafted in collaboration Dr Bill Lumsden - director of whisky creation at LVMH-owned brands Glenmorangie and Ardbeg - and Cameron George, lead blender for the brand. Of course, Beyoncé had significant input into the final whiskey.

Ultimately SirDavis is made from a mash bill of 51% rye and 49% malted barley. It uses whisky sourced from third-party producer MGP and is finished, blended, and bottled in Texas - Beyoncé’s home state.

At the time of writing LVMH have not commented their decision to sell the shares in the business, nor have any financial details been disclosed.

A statement from SirDavis says: “SirDavis starts its new independent chapter, after a nearly four-year transformative collaboration through creation, development and launch.

“Knowles-Carter … takes full ownership and control, making SirDavis a woman, family and Black-owned company. She builds on the tradition of creating and running her companies, built from the ground up.”

The brand added: “As a proven force in the world of luxury spirits, SirDavis will continue to re-define the future of American whisky.”

Indeed, the brand has performed well since it launched. It has been reported that over 30,000 cases of SirDavis have been sold in the US alone since its launch - a strong start for an upstart brand. The whisky has also won a number of international awards.

Now firmly in the hands of the big name behind the brand, one hopes that only bigger and better things lie in store for SirDavis.